PURE Bioscience, Inc. (NASDAQ: PURE), creator of the patented silver dihydrogen citrate (SDC) antimicrobial, is advising its institutional and household customers of the effectiveness of PURE™ Hard Surface disinfectant in killing various flu viruses, and emphasizing the product’s 24-hour residual protection capability. The Company recommends using PURE Hard Surface disinfectant and food contact surface sanitizer on all high-touch surfaces, including hand rails, banisters, handles, light switches, doorknobs, telephones, tabletops, chairs, remote controls, and appliances as well as on office, manufacturing and technical equipment.

Michael L. Krall, President and CEO of PURE Bioscience, stated, “PURE Hard Surface provides an aggressive 30-second kill time against a wide range of viruses, including the dangerous influenza virus. The escalating flu epidemic poses a serious threat to human health, business and education while overburdening our healthcare system. Frequent use of PURE Hard Surface can be an effective preventative tool to stem the spread of germs.”

According to the U.S. Centers for Disease Control and Prevention (CDC) and various state health agencies, the early arriving 2012-2013 flu season is resulting in increased illnesses, hospitalizations and deaths with an intensity not seen for a decade, with 44 states experiencing widespread influenza. Hospitals are overwhelmed and several metropolitan areas have declared health emergencies.

PURE Hard Surface’s efficacy against viruses exceeds that of even highly toxic chemicals, yet it is a fume-free EPA Category IV (least-toxic) product ideal for use near children, individuals with respiratory challenges and in dense population environments.

About PURE Hard Surface

US EPA registered PURE Hard Surface disinfectant and food contact surface sanitizer provides an unparalleled combination of high efficacy and low toxicity with 30-second bacterial and viral kill times and 24-hour residual protection when used as directed. SDC-based PURE Hard Surface completely kills resistant pathogens like MRSA and Carbapenem-resistant Enterobacteriaceae (Klebsiella pneumoniae NDM-1) and also effectively eliminates dangerous fungi and viruses including HIV, Hepatitis B, Hepatitis C, Norovirus, Influenza A, Avian Influenza and H1N1 as well as hazardous food pathogens such as E. coli, Salmonella and Campylobacter. PURE Hard Surface delivers powerful broad-spectrum efficacy while remaining classified as least-toxic (Category IV) by the US EPA, and its active ingredient, SDC, has been determined Generally Recognized as Safe (GRAS) for use as a biocide on food processing equipment, machinery and utensils. PURE Hard Surface is available to individual consumers at http://store.purebio.com.

About PURE Bioscience, Inc.

PURE Bioscience, Inc. develops and markets technology-based bioscience products that provide solutions to numerous global health challenges, including Staph (MRSA). PURE’s proprietary high efficacy/low toxicity bioscience technologies, including its silver dihydrogen citrate-based antimicrobials, represent innovative advances in diverse markets and lead today’s global trend toward industry and consumer use of “green” products while providing competitive advantages in efficacy and safety. Patented SDC is an electrolytically generated source of stabilized ionic silver, which formulates well with other compounds. As a platform technology, SDC is distinguished from competitors in the marketplace because of its superior efficacy, reduced toxicity and the inability of bacteria to form a resistance to it. PURE is headquartered in El Cajon, California (San Diego metropolitan area). Additional information on PURE is available at www.purebio.com.

This press release includes statements that may constitute "forward-looking" statements, usually containing the words "believe," "estimate," "project,” "expect" or similar expressions. These statements are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements inherently involve risks and uncertainties that could cause actual results to differ materially from the forward-looking statements. Factors that would cause or contribute to such differences include, but are not limited to, the Company’s cash position and liquidity requirements, the Company’s failure to implement or otherwise achieve the benefits of its strategic initiatives, acceptance of the Company's current and future products and services in the marketplace, the ability of the Company to develop effective new products and receive regulatory approvals of such products, competitive factors, dependence upon third-party vendors, and other risks detailed in the Company's periodic report filings with the Securities and Exchange Commission. By making these forward-looking statements, the Company undertakes no obligation to update these statements for revisions or changes after the date of this release.